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All Journal International Journal of Economics Development Research (IJEDR)
Mahendra, I Wayan Yoga Praditya
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Economics, Econometrics & Finance Social Sciences

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Brand Image as an Economic Asset: Mediating the Effects of Online Customer Reviews, Customer Experience, and Product Quality on Repurchase Intentions of Karung Jantan Clothing Brand Mahendra, I Wayan Yoga Praditya; Mahyuni, Luh Putu; Deli, Mazzlida Mat; Musa, Sulaiman
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 5 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i5.8251

Abstract

This study investigates brand image as an economic asset by analyzing its mediating role in the relationship between online customer reviews, customer experience, and product quality on consumers’ repurchase intentions for the Karung Jantan clothing brand. Recognizing that a strong brand image can enhance customer loyalty, reduce marketing costs, and increase long-term revenue, this research adopts a quantitative approach and analyzes data using the Partial Least Squares (PLS) method with SmartPLS 4.0. The results reveal that brand image does not significantly mediate the effects of online customer reviews and customer experience on repurchase intention. However, brand image significantly mediates the relationship between product quality and repurchase intention, reinforcing its role as an intangible economic asset. Moreover, online customer reviews, customer experience, and product quality all have a positive and significant direct influence on both brand image and repurchase intention. These findings underscore the economic value of investing in brand image and product quality to drive repeat purchases and ensure sustainable business growth.
Co-Authors Deli, Mazzlida Mat Mahyuni, Luh Putu Musa, Sulaiman